Case Study: Police Scotland

Reports of rape and sexual offences continue to increase and this includes increased reporting of non-recent offences. Police Scotland’s focus is on the protection of those at risk of harm through prevention, early intervention and the robust investigation of those who pose such a risk.

We Can Stop It #GetConsent campaign was launched at the end of February 2018 to raise awareness about the fact that sex without consent is rape.

Sexual offending is unacceptable. As a society we need to address why sexual offending occurs and why victims often don’t report. Many victims feel ashamed and to blame. The only person to blame for sexual offending is the perpetrator.

Police Scotland and partners work collaboratively to reduce and prevent rape and sexual crime from occurring through education, partnership working and enforcement to protect individuals and communities within Scotland.

In a significant proportion of rape convictions in Scotland, perpetrators have appeared unclear regarding what constitutes consent. It is essential for people of all ages to understand that sex without consent is rape, regardless of circumstances. Therefore, the main aim of the We Can Stop It campaign was to prevent sexual offences by communicating to potential perpetrators that sex without consent is rape, and is a serious criminal offence.

It was important that we communicated our key message – sex without consent is rape. If a person is unable to give consent to sexual activity, for whatever reason, then this is rape, a serious criminal offence.

Police Scotland was able to successfully meet the campaign objectives by producing an impactful and relevant creative, alongside a well thought out media plan which communicated the campaign message – sex without consent is rape.

The campaign was focused on perpetrators and potential perpetrators living in Scotland. The overwhelming majority of existing offenders are male (99%) and the peak age for offending is 18-35 years old. 5% of victims are male. The key location for offending is domestic environments (80% of crimes take place in the perpetrator’s, victim’s or someone else’s home). Rape occurs in all sections of society. In addition to media choices which target mainstream audiences, minority and LGBTI communities were reached through specific targeting.

The campaign ran for just over four weeks and reached 401,251 people, by targeting 18-35 males on Facebook using the hashtag #GetConsent. The positive media coverage achieved is indicative that Police Scotland is on the right track given its perpetrator and consent focus.